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The NAFEM Show
Credits
Creative Director, Copy: Kylie Wasserman
Associate Creative Director, Copy: Kyle Briggs
Motion Graphics Artist: Matt Nikkila
The NAFEM Show—one of North America’s largest and most longstanding tradeshows and the premier event for the foodservice industry—is a biennial experience that gathers commercial foodservice professionals from around the world to explore the industry’s leading equipment and supplies. To speak to our audience’s unique challenges we developed the “Find your WOW” creative campaign. This dynamic concept illustrated how "wow" moments are at the center of The NAFEM Show experience, and how even the smallest discoveries can have a big impact on business.
Throughout the show cycle, different information is communicated to exhibitors vs. attendees, and the timing varies greatly. We used these differentiators to our advantage and created two separate entry points to the website, color-coding each side. These color assignments were echoed across all other marketing materials.
Tactics:
• Creative concepting and production
• Campaign guidelines
• Website development
• Video production
• Email promotion
• Direct mail
• Trade media advertising
• Social media
• Exhibitor communications
• On-site experiential design
